Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Making Better Decisions Earlier

Making Better Decisions Earlier

Pixel Up UX & Design Conference (Cape Town, South Africa, 2017)

Ron Bronson

May 09, 2017
Tweet

More Decks by Ron Bronson

Other Decks in Design

Transcript

  1. Making Smarter Decisions Earlier
    Content, Design & Blind Spots
    Ruining Products & Experiences
    Ron Bronson
    Pixel Up 2017

    View Slide

  2. Designing for reality.

    View Slide

  3. View Slide

  4. View Slide

  5. Three kinds of myopia.
    Lack of long-range perspective in
    thinking or planning.

    View Slide

  6. Designer Myopia
    “...design with a nearsightedness that results
    in websites and applications that please
    ourselves and impress our peers but don’t
    meet user and business goals.”
    - Rian van der Merwe

    View Slide

  7. Marketing Myopia
    “A business suffers from marketing myopia
    when a company views marketing strictly
    from the standpoint of selling a specific
    product rather than from the standpoint of
    fulfilling customer needs.”
    - Ted Levitt (1960)

    View Slide

  8. ● Architects see the world differently.
    ● The roots of training.
    ● Justifying their own cognitive dissonance
    Architectural Myopia

    View Slide

  9. View Slide

  10. View Slide

  11. We think we know our audiences?

    View Slide

  12. View Slide

  13. We embed biases in products toward
    our imagined outcomes. This makes
    us more likely to forget about, or at
    least minimize, the possibility of other
    outcomes.

    View Slide

  14. View Slide

  15. View Slide

  16. By failing to consider the people
    outside of our own set of experiences,
    we ignore people with the potential to
    expand our product use cases.

    View Slide

  17. Perspective influences the goal line.

    View Slide

  18. View Slide

  19. What can you do?

    View Slide

  20. Decide your stance.
    “...the attitude the product takes, the
    personality it has.”
    -Jon Kolko (Well Designed)

    View Slide

  21. Take calculated risks.

    View Slide

  22. Ask better questions
    earlier.

    View Slide

  23. View Slide

  24. “...the player who looks least engaged may be
    the most committed member of the group. A
    cynic, after all, is a passionate person who
    does not want to be disappointed again.”
    ― The Art of Possibility

    View Slide

  25. Highlight the constraints
    constructively.

    View Slide

  26. Focus on team composition.

    View Slide

  27. Communicate the value of design &
    content through frameworks, tools &
    metrics that resonate with your
    stakeholders.

    View Slide

  28. Test your own assumptions.

    View Slide

  29. www.perspective.cards

    View Slide

  30. Show your work.

    View Slide

  31. People don’t want to love
    your product.

    View Slide

  32. Ron Bronson
    [email protected]
    @ronbronson on your twitter machine.

    View Slide